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About Marketing Initiatives

Many organizations establish a set of strategic initiatives for each year or quarter. Often these initiatives are defined by the CEO, CFO, or executive committee with the intent that all the company's marketing activities are aligned to achieve these initiatives. While some initiatives can represent quantitative objectives, such as Grow the Premium Segment 10%, they can also represent more abstract concepts such as Enter a new market.

The Siebel Marketing Initiatives feature allows you to define these initiatives for each planning cycle, and associate your marketing plans, budgets (funds), and tactics with these initiatives to measure alignment throughout the organization. It helps improve the alignment of the activities of individual teams with the corporate priorities by providing a visible association of high-level themes with day-to-day details, and helps you improve ROI (Return on Investment) for your marketing budget.

For example, you can:

• Define the top priorities for your company or organization for a given period (year, quarter).
• Associate these priorities with marketing funds and budgets. (How much funding have you actually budgeted for each of the initiatives?).
• Associate the initiatives with each of your marketing tactics such as campaigns, programs, and events. (What specific marketing activities are you implementing to achieve this objective?).
• Analyze the success of marketing tactics. (You failed to meet this objective last year. Why? What specific tactics did you execute?).

For more information, see Creating Initiatives and Linking Initiatives to Plans.